Study On The Information Asymmetry Of The Advertisement

In the age of information, customers thirst for information just like for water and air.This thesis apply the information economics and the microeconomics to analyze the economic reason for advertising naissance, to describe the information asymmetry between procreators and customers. On this foundation, the thesis consider that even after the naissance of advertising, the information asymmetry still exist and will be sharpened by the outside circumstance and the characteristic of advertising, the redundance of information and the scarcity of quality is the embodiment. The author consider that the market of hygienic food has the severest problem, customers are deluged with all kind of inveracious advertising and their benefit is damaged by those distorted information. Lastly, the thesis choose some examples to prove that the self-adjust of market and the hardhanded management are the same important ways to clear the market of hygienic food advertising.